Should You Add A Podcast To Your Marketing Plan?

One of the emerging marketing methods making waves among brands is the podcast. Podcast is similar to talk radio, but listeners can specifically choose the topic and podcaster they want to listen to on demand. While the audio marketing strategy isn’t designed to take the place of blogging, social media engagement or other digital content production, it can make an impact on your reach.

With more than 700,000 podcast series currently available, you may be led to believe it’s easy to produce and execute your own series. Don’t be fooled. While there’s great value in originating your own podcast, it takes strategic planning.

Benefits Of Starting A Podcast

As podcasts grow in popularity among listeners, they are quickly moving up the marketing priority list for a number of companies. More than half of Americans say they have listened to a podcast, and of listeners who tune in regularly, 80 percent say they listen to all or most of the podcast. Some of the most attractive podcast statistics from make it clear why this content option should be a part of your marketing strategy:

  • 45 percent of monthly podcast listeners have household income over $75K
  • 27 percent of US podcast listeners have a 4-year college degree
  • 69 percent agreed that podcast ads made them aware of new products or services
  • Podcast listeners are much more active on every social media channel (94% are active on at least one)

Statistics show podcast listeners are highly likely to buy a product or service they’ve learned about via a series or ad, which suggests you should at least explore the opportunity for your brand.

Tips For Getting Started With A Podcast

Before you can launch your podcast, you’ll need to give the content and placement some thought. Consider your target audience, the type of content they seek and the best day of the week to reach your audience. Consider the days and time you have the highest engagement on social media and traffic to your website to help guide you on when to release your podcast.

Plan A Theme

Before you plan out specific shows, decide on the theme you want to carry throughout your entire podcast. What is your goal with the podcast? Consider the challenges of your audience you’re attempting to solve and consider whether you can generate enough content to sustain a regular show. Set performance goals for yourself. They’ll change over time, but establishing a baseline will help you measure the value of your effort.

Best Podcast Hosting Site

Nearly every podcast hosting site allows you to share your show on Google Play, iTunes, and Stitcher. Prices will vary, so do some research to discover which platform is best for your needs. Some of the most popular sites include Buzzsprout, PadBean and Blubrry.

Consistency Is Key

Just as with blogging, email marketing and social media engagement, you must be consistent with your podcast. Set a schedule you know you can stick with and build out planned content for the first few months. Consider guest hosts and trending topics you want to cover. Post the schedule to you website and social platforms to lure your audience to each show.

Continue The Conversation

Don’t depend on the podcast as the only source of engagement with your audience. Host an “after-show” conversation on your best-performing social media platform to continue the conversation with your listeners.

As your podcast grows, continue to monitor analytics. Study which topics pull the most listeners and use your fans’ follow-up questions as potential leads in follow-up shows. Integrate the podcast into your marketing plan and supplement with blogging, social media posts, email marketing and other valuable digital content.

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